The value of point-of-care media differs by patient group/physician specialty
The type of doctor or specialist you visit may affect the media you value in the doctor’s office.
Above, you’ll find a comparison of those who value doctors and various point-of-care media (magazines, TV and other information sources found in the doctors’ offices) in relationship to the specialty the patient has seen from data in the 2013 MARS OTC/DTC Study.
When compared to all patient groups, hematologist patients prefer magazines whereas patients seeing their endocrinologist and nutritionist index very high on TV programs. Ads/brochures/pamphlets/wallboards are the preferred medium in the psychologist/therapists office.
For more insights on consumers and point-of-case media, download this deck.
Kantar Media’s MARS OTC/DTC Study helps agencies, marketers and media make better healthcare media and marketing decisions. It ties multimedia consumption to medical ailments, pharma brands, attitudes and opinions about healthcare and many other data points. A large sample of about 20,000 respondents provides stable and reliable information across categories and brands. Gain insights into category and product usage for 500+ OTC and Rx remedies, detailed information for 70 health conditions, including treatment options and much more.